Social Media Update 2013
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2013
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NUMBERS, FACTS AND TRENDS SHAPING THE WORLD FOR RELEASE DECEMBER 30, 2013 Maeve Duggan, Research Assistant Aaron Smith, Senior Researcher 202.419.4500 www.pewresearch.org RECOMMENDED CITATION: Maeve Duggan and Aaron Smith, Pew Research Center, January 2014, “Social Media Update 2013” Available at: http://pewinternet.org/Reports/2013/Social-Media-Update.aspx 1 PEW RESEARCH CENTER Main Findings 1Some 73% of online adults now use a social networking site of some kind. Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms. Some 42% of online adults now use multiple social networking sites. In addition, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis. These are among the key findings on social networking site usage and adoption from a new survey from the Pew Research Center’s Internet Project. Despite recent growth by services such as Pinterest and Instagram, Facebook remains the dominant social networking platform As in previous Pew Research surveys of social networking usage, Facebook remains the dominant player in the social networking space. Some 71% of online adults are now Facebook users, a slight increase from the 67% of online adults who used Social media sites, 2012-2013 Facebook as of late 2012.
Voir
FOR RELEASE DECEMBER 30, 2013
NUMBERS, FACTS AND TRENDS SHAPING THE WORLD
MaeveDuggan ,ResearchAssistantAaronSmith ,SeniorResearcher
202.419.4500 www.pewresearch.org
RECOMMENDED CITATION: Maeve Duggan and Aaron Smith, Pew Research Center, January 2014, “Social Media Update 2013” Available at: http://pewinternet.org/Reports/2013/Social-Media-Update.aspx
Main Findings
1 PEW RESEARCH CENTER
Some 73% of online adults now use a social networking site of some kind.1Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms. Some 42% of online adults now use multiple social networking sites. In addition, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis. These are among the key findings on social networking site usage and adoption froma new survey from the Pew Research Center’s Internet Project.
Despite recent growth by services such as Pinterest and Instagram, Facebook remains the dominant social networking platform
As inprevious Pew Research surveyssocial networking usage, Facebook remains the dominantof player in the social networking space. Some 71% of online adults are now Facebook users, a slight increase from the 67% of online adults who usedSocial media sites, 2012-2013 Facebook as of late 2012.% of online adults who use the following social media websites, by year While Facebook is popular2012 2013 across a diverse mix of71 67 demographic groups, other sites have developed their own unique demographic user profiles. For example, 20 22 aPpinpteearletsotfheomldaslepaursteircsular181132116715 (women are four times as likely as men to be Pinterest Facebook LinkedIn Pinterest Twitter Instagram users), and LinkedIn is especially popular amongPew Research Center’s Internet Project Tracking Surveys, 2012 -2013. 2013 data collected e aduates andAugust 07– N=1,445 internet users ages 18+. Interviews wereSeptember 16, 2013. icnotlelergnetgrusersinhighlandline and cell phones. The margin of error forconducted in English and Spanish and on erbased on all internet users is +/- 2.9 percentage points.results income households. TwitterPEW RESEARCH CENTER and Instagram have
1This figure is based on a general social media usage question from a separate survey, conducted July 18 -September 30, 2013 among 6,010 adults in the U.S. For more information on general social networking site usage and demographics, seehttp://pewinternet.org/Commentary/2012/March/Pew -Internet-Social-Networking-full-detail.aspx
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particular appeal to younger adults, urban dwellers, and non-whites. And there is substantial overlap between Twitter and Instagram user bases.
Facebook and Instagram exhibit especially high levels of user engagement: A majority of users on these sites check in to them on a daily basis
In addition to being the most commonly used social networking platform of the five we measured, Facebook also has high levels of engagement among its users: 63% of Facebook users visit the site at least once a day, with 40% doing so multiple times throughout the day. Instagram and Twitter have a significantly smaller number of users than Facebook does, but users of these sites also tend to visit them frequently. Some 57% of Instagram users visit the site at least once a day (with 35% doing so multiple times per day), and 46% of Twitter users are daily visitors (with 29% visiting multiple times per day).
42% of online adults use multiple social networking platforms. For those who use only one social networking site, Facebook is typically—though not always—the platform of choice.
Overall, 42% of online adults use two or more of these social networks, while 36% use only one (the remaining 22% did not use any of the five specific sites we asked about). Among those who only use one major social networking platform, 84% say that Facebook is the single site that they frequent. However, other “single platform” social networking site users have adopted a site other than Facebook as their platform of choice. Among those who use just one social networking site, 8% use LinkedIn, 4% use Pinterest, and 2% each say that Instagram or Twitter is their sole social networking site.
A note on the social networking platforms measured in this survey
In this survey, we only asked about a subset of the social networking sites that people use. The Pew Research Center’s Journalism Project has collected recent data on the use of other social networking platforms–especially in the context of getting news. To read their material about other sites such as YouTube, Google+, Tumblr, Reddit, and Vine, please go to http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/
About this survey
The results in this report are based on data from telephone interviews conducted by Princeton Survey Research Associates International from August 7 to September 16, 2013, among a sample
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of 1,801 adults, age 18 and older. Telephone interviews were conducted in English and Spanish by landline (901) and cell phone (900, including 482 without a landline phone). For results based on the total sample, one can say with 95% confidence that the error attributable to sampling is plus or minus 2.6 percentage points. For results based on Internet users (n=1,445), the margin of sampling error is plus or minus 2.9 percentage points.
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Fully 71% of online adults now use Facebook, and usage among seniors has increased significantly in the last year. Some 45% of internet users age 65 or older now use Facebook, up from 35% who did so in late 2012. Women are also particularly likely to use Facebook compared with men.
Facebook users mong online adults, the % who use Facebook
ll internet users(n= 1,445)aMen(n= 734)bWmone(n= 711)aWhite, Non-Hispanic(n= 1,025) bBlack, Non-Hispanic(n= 138)cHispanic(n= 169)a18-29(n= 267)b30-49(n= 473)c50-64(n= 401)d65+(n= 278)aHigh school grad or less(n= 385)bSome college(n= 433)clloC+ege(n= 619)aLess than $30,000/yr(n= 328)b9930,0$49,900-$(n= 259)c50$00,074-$99,9(n= 187)d$75,000+(n= 486) aUrban(n 479)= bSuburban(n= 700)cRural(n= 266)
Use Facebook 71% 66 76a 71 76 73 84 79cd60d45 71 75c68 76 76 68 69 75 69 71
Pew Research Center’s Internet Project August Tracking Survey, August 07 –September 16, 2013. N=1,445 internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/- 2.9 percentage points. Note:Percentagesmarkedwithasuperscriptletter(e.g.,a)indicateastatisticallysignificantdifference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g., age). PEW RESEARCH CENTER
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Some 18% of online adults currently use Twitter, statistically similar to the 16% who did so in 2012. As was the case in our previous surveys on Twitter use, adoption levels are particularly high among younger adults and African-Americans.
tter users mong online adults, the % who use Twitter
ll internet users(n= 1,445)aMen(n= 734) bWomen(n= 711)aWhite, Non-Hispanic(n= 1,025) bBlack, Non-Hispanic(n= 138)cHispanic(n= 169)a18-29(n= 267)b30-49(n= 473)c50-64(n= 401)d65+(n= 278)aHigh school grad or less(n= 385)bSome college(n= 433)cegel+olC(n= 619)aLess than $30,000/yr(n= 328)b$-000,03$99,949(n= 259)c$-470,00$05,999(n= 187)d$75,000(n= 486)+ aUrban(n= 479)bSuburban(n= 700)cRural(n= 266)
Use Twitter 18% 17 18 16 29ac16 31 19cd 9 5 17 18 18 17 18 15 19
18 19c11
Pew Research Center’s Internet Project August Tracking Survey, August 07September 16, – 2013. N=1,445 internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/- 2.9 percentage points. Note:Percentagesmarkedwithasuperscriptletter(e.g.,a)indicateastatisticallysignificantdifference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g., age). PEW RESEARCH CENTER
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Some 17% of online adults use Instagram, up from 13% in late 2012. Two groups in particular have experienced a notable increase in Instagram usage in the last year. Instagram adoption by internet users ages 18-29 has increased from 28% in late 2012 to 37% in 2013, and adoption by African American internet users has increased from 23% to 34% over the same time period. Instagram was acquired by Facebook in April 2013.
Instagram users mong online adults, the % who use Instagram
ll internet users(n= 1,445)aMen(n= 734)bemnoW(n= 711)aWhite, Non-Hispanic(n= 1,025) bBlack, Non-Hispanic(n= 138)cHispanic(n= 169)a18-29(n= 267)b30-49(n= 473)c50-64(n= 401)d65+(n= 278)aHigh school grad or less(n= 385)bSome college(n= 433)cCollege+(n 619)= aLess than $30,000/yr(n= 328)b$99949,00$-030,(n= 259)c$50999,000,47$-(n= 187)d$75,000+(n= 486)aUrban(n= 479)bSuburban(n= 700)cRural(n= 266)
Use Instagram 17%
15 20a12 34aca 23 37 18cd 6d1 16 21c15 18 20 15 16 22 18c6
Pew Research Center’s Internet Project August Tracking Survey, August 07 –September 16, 2013. N=1,445 internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/- 2.9 percentage points. Note:Percentagesmarkedwithasuperscriptletter(e.g.,a)indicateastatisticallysignificantdifference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g., age). PEW RESEARCH CENTER
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Some 21% of online adults use Pinterest, up from the 15% who did so in December 2012. Women continue to dominate the site: fully 33% of online women are Pinterest users, compared to just 8% of men. Pinterest users also skew slightly towards the affluent side–those in the highest income bracket are more likely than those in the lowest to use the site, as are those with a college degree or higher compared to those who have not attended college.
Pinterest users mong online adults, the % who use Pinterest
ll internet users(n= 1,445)aMen(n= 734)bWenom(n= 711)aWhite, Non-Hispanic(n= 1,025) bBlack, Non-Hispanic(n= 138)cHispanic(n= 169)a18-29(n= 267)b30-49(n= 473)c50-64(n= 401)d65+(n= 278)aHigh school grad or less(n= 385)bSome college(n= 433)c+legeCol(n= 619)aLess than $30,000/yr(n= 328)b$49,999$30,000-(n= 259)c-07$,050$09,499(n= 187)d$75,000+(n= 486)aUrban(n= 479)bSuburban(n= 700)cRural(n= 266)
Use Pinterest 21% 8 a 33 21 20 18 27 24cd
14 9 17 20 25a15 21 21 27a 19 23c17
Pew Research Center’s Internet Project August Tracking Survey, August 07 –September 16, 2013. N=1,445 internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is /- 2.9 percentage points. + Note:Percentagesmarkedwithasuperscriptletter(e.g.,a)indicateastatisticallysignificantdifference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g., age). PEW RESEARCH CENTER
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Some 22% of online adults are LinkedIn users. As a platform geared towards professional networking, its user demographics are unique from the other sites discussed above. Specifically, LinkedIn usage is especially high among people with a college degree or higher, and among those with an annual household income of $75,000 or more. It is also the only social networking site we measured for which usage among 50-64 year olds is higher than usage among those ages 18-29.
LinkedIn users mong online adults, the % who use LinkedIn
ll internet users(n= 1,445)aMen(n= 734)bmoWne(n= 711)aWhite, Non-Hispanic(n= 1,025) bBlack, Non-Hispanic(n= 138)cHispanic(n= 169)a18-29(n= 267)b30-49(n= 473)c50-64(n= 401)d65+(n= 278)aHigh school grad or less(n= 385)bSome college(n= 433)cClo+eleg(n= 619)aLess than $30,000/yr(n= 328)b$030,00$-949,99(n= 259)c0,05$-009,4799$(n= 187)d$75,000+(n= 486)aoleyEpmd(n= 912)bNot employed(n= 524)aUrban(n= 479)bSuburban(n= 700)cRural(n= 266)
Use LinkedIn 22% 24 19 22 30c 13 15 27ad 24ad 13
12 16 38ab12 13 22ab38abc 27
12 23 26c8
Pew Research Center’s Internet Project August Tracking Survey, August 07 –September 16, 2013. N=1,445 internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/- 2.9 percentage points. Note:Percentagesmarkedwithasuperscriptletter(e.g.,a)indicateastatisticallysignificantdifference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g., age). PEW RESEARCH CENTER
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When asked how often they visit the social networking sites they use, Facebook, Instagram, and Twitter users stand out as having the highest rates of engagement.
Fully 63% of Facebook users report going on the site at least daily (with 40% logging on multiple times per day), giving it not only the highest overall percentage of users, but also the most engaged. Just 14% of Facebook users say that they visit the site less than once a week.
Instagram users visit the site nearly as frequently as Facebook users. More than half of Instagram users (57%) use the app on a daily basis, with 35% doing so several times per day. Twitter users are also frequent visitors to the site. Some 46% use Twitter daily, with 29% checking in several times per day. However, 32% of Twitter users say that they check in less than once per week.
Pinterest and LinkedIn users tend to have more intermittent patterns of usage. Just 23% of Pinterest users and 13% of LinkedIn users visit the sites daily, and around half say they use the sites less than once per week.
Frequency of social media site use % of social media site users who use a particular site with the following frequencies (% is reported among each specific site’s user groups, e.g., 63% of Facebook users use the site on a daily basis)
Daily
Facebook
Instagram
Twitter
Pinterest
LinkedIn
Weekly Less often
22 14
20 22
46 21 32
23 30 45
63
57
13 34 52
Pew Research Center’s Internet Project August Tracking Survey, August 07–September 16, 2013. Interviews were conducted in English and Spanish and on landline and cell phones. PEW RESEARCH CENTER
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Some 36% of internet users say that they use just one of the five social media sites specified in this report (Facebook, Twitter, Instagram, Pinterest, and LinkedIn), while 42% use two or more of these sites. The remaining 22% of internet users have not adopted any ofNumber of social media sites used the five major platforms we asked about% of internet users who use the following number of in our survey.social networking sites (sites measured include: book, Twitter, Instagram, Pinterest, and LinkedIn) Among those internet users who only use36 one of these five major social networking platforms, 8% use LinkedIn, 4% use Pinterest, and 2% each say that22 23 Instagram or Twitter is their sole social networking site. The remaining 84% say12 that Facebook is the one social networking site they use.
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monl -Three Four Five sites Facebook is by far the most com y Two sites site OneNo sites sites sites used social networking platform, and as a result, a significant majority of Twitter,PewResearch Center’s Internet Project August Tracking Survey, August 07– N=1,445September 16, 2013. internet users ages Instagram, Pinterest, and LinkedIn users18+. Interviews were conducted in English and Spanish and on also use Facebook. At the lo d 8landline and cell phones. The margin of error for results based on all w en , 3% ofinternet users is +/- 2.9 percentage points. LinkedIn users also use Facebook. At thePEW RESEARCH CENTER high end, 93% of Instagram users also use Facebook (Instagram’s parent company). About a quarter of Facebook users use each of the other sites.
Turning to sites other than Facebook, a significant level of overlap exists between Instagram and Twitter users–53% of Twitter users also use Instagram, and 53% of Instagram users also use Twitter. Among non-Facebook sites, this is the highest rate of “reciprocity” between user groups we measured.
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